Marketing and engineering revisited

Abstract

A number of problems have been highlighted in relation to the roles of marketing and engineering and reported in the Journal of Marketing Management in 1993 (Vol. 9 No. 2, pp. 141‐53). This earlier article merely pointed out the problems of this uneasy relationship and hinted at solutions. Much has been researched and reported since then. Attempts to integrate this material over a number of areas including an international dimension, strategic and tactical implications, service and quality improvement issues and product mix decisions. Then goes on to propose solutions based on the researched evidence that is currently forthcoming.

Citation

Lancaster, G. (1995), "Marketing and engineering revisited", Journal of Business & Industrial Marketing, Vol. 10 No. 1, pp. 6-15. https://doi.org/10.1108/08858629510081540